Twitter Revenue Chief Talks AmEx Partnership, Brand Creativity, And “Buying From Tweets”

From Fast Company:

Top national brands have signed up for AmEx’s new program with Twitter, the partnership unveiled Tuesday that allows consumers to get cash back by syncing their credit card and social media accounts. Best Buy, McDonald’s, Whole Foods, and Zappos are just a smattering of the merchants that jumped at the opportunity to offer deals at launch. Unfortunately, the deals they’re expected to promote to followers are not nearly as innovative as the novel platform they’ll be running on.

As on Foursquare, which offers a similar AmEx program, consumers can earn credit back by interacting with a brand–say, $20 back after spending $75 for tweeting a certain hashtag or checking in at a location. This spend-some-get-some model is simple and accessible, but Twitter chief revenue officer Adam Bain believes brands and merchants are in the nascent stages of learning how to market consumers on social platforms. “This is just the beginning,” he says. “You’re going to see a ton of creative examples of people building on this platform–this is not just about giving people a deal or discount.”

What might these ads look like in the future then? Bain couldn’t go into much detail, promising that we’d understand more when Twitter and AmEx show off the partnership at SXSW. But he did give a hint about where the advertising product is headed.

“In general, a lot of the [ads] have been focused on traditional percentage-off deals, but what’s exciting about this opportunity is actually to bring access to content and other things to the platform,” Bain teases. “Certainly deals, offers, and discounts will be a part of it, but we think the idea around access or other opportunities will be huge.”

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